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# Women’s Hockey Star Apparel
CCM Hockey and Erin Ambrose Expand Their Partnership

By Kalin Ned | Published 2025-06-09 | Social Good
Source: Trend Hunter, https://www.trendhunter.com/trends/womens-hockey-star
References: [ca.ccmhockey](https://ca.ccmhockey.com/en/Apparel/Collections/CCM-x-Erin-Ambrose-Collection)

[CCM Hockey](https://www.trendhunter.com/trends/dollthemed-hockey) has launched its second collaborative collection with professional women’s hockey star Erin Ambrose. This move expands on their initial partnership with a new line of lifestyle apparel that blends performance with personal expression.

The limited-edition CCM x Erin Ambrose drop includes [graphic tees, hoodies, and joggers](https://www.trendhunter.com/trends/elite-female-athlete) designed to resonate beyond the rink. Ambrose, an Olympic gold medalist and PWHL Defender of the Year, serves as both a muse and advocate for the collection, which aligns with her vocal support for the 2SLGBTQIA+ community and efforts to make hockey more welcoming. The designs reflect professional women’s hockey star's influence as a trailblazer and offers fans a way to engage with the sport through fashion that champions authenticity.

This capsule speaks to younger, socially conscious consumers who prioritize representation in sports.

Image Credit: CCM x Erin Ambrose

## Trend Insights (Trend Hunter)

- Score: 2.6/10
- Popularity: 20% | Activity: 17% | Freshness: 41%
- Audience gender: 30% men, 70% women
- Primary generations: Gen Z, Millennial
- Top markets: North America

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) > [Activism](https://www.trendhunter.com/activism)

## Key Themes

### What's Driving This Trend

- **Athlete-inspired Lifestyle Apparel:** Collaborations between athletes and brands to create lifestyle apparel offer disruptive innovation opportunities by merging sporting excellence with everyday fashion.
- **Socially Conscious Sportswear:** Sportswear that champions inclusivity and social advocacy is disrupting traditional markets by building emotional connections with consumers seeking representation.
- **Personal Expression in Athletic Attire:** The rise of personal expression in sports apparel encourages brands to design clothing that transcends functionality, appealing to individuals' unique identities.

### Who This Affects Most

- **Sports Apparel:** The sports apparel industry is witnessing a shift as consumers seek clothes that combine athletic performance with personal and social statements.
- **Fashion and Lifestyle:** The intersection of fashion and lifestyle industries is innovative as they integrate athletic influences to create versatile, day-to-day clothing items.
- **LGBTQIA+ Advocacy Merchandise:** This industry is gaining traction by embracing and producing merchandise that reflects diverse identities and fosters a sense of community.

## Related on Trend Hunter

- [Doll-Themed Hockey Collections](https://www.trendhunter.com/trends/dollthemed-hockey.md)
- [Strategic Hockey Partnerships](https://www.trendhunter.com/trends/usa-hockey.md)
- [Accessible Hockey Ventures](https://www.trendhunter.com/trends/montreal-canadiens-childrens-foundation.md)
- [Aspirational Athlete Partnerships](https://www.trendhunter.com/trends/adidas-canada.md)
- [Athlete-Designed Skating Looks](https://www.trendhunter.com/trends/madison-chock.md)
- [Premium Hockey Collaborations](https://www.trendhunter.com/trends/lululemon-4.md)
- [Athlete-Centric Cosmetics Partnerships](https://www.trendhunter.com/trends/canadian-ambassador.md)
- [Unique Co-Designed Capsules](https://www.trendhunter.com/trends/etsy-partners-with-wnba.md)
- [Hockey-Centric QSR Partnerships](https://www.trendhunter.com/trends/tim-hortons-x-the-pwhl.md)